CoralWatch is a volunteer organisation of largely unseen ‘citizen scientists’, recording coral health data. The work they do is unexciting and nerdy, but given coral is the planet’s early detection warning system for global warming, it’s also very important.
Strategy – Reposition CoralWatch volunteers from faceless ‘Citizen Scientists’ to relatable, salt of the earth ‘Citizen Sentinels’ and ‘Citizen Surveillance’.
Creative Solution – A Social Media recruitment campaign, featuring 3 ‘Open letter’ videos featuring our CoralWatch heroes asking 1/. Billie Eilish (to lend her ‘Ocean Eyes’), 2/. Robert De Niro (using references to his ‘Meet the Parents’ former CIA Surveillance Chief character) and 3/. Game of Thrones star, Kit Harington (with ‘The watchers on the wall of coral’ warning that ‘Summer is Coming’)… to all ‘Come Join our Watch’.
Results – 3.3 Million reached, Including Billie who said “yes” and donated her music.
Over $1.2M earned media and licensing value. 2484 new CoralWatch members.
